Jeep turns to footy legend Tommy Hafey to mark 70th anniversary

Jeep is celebrating its 70th anniversary with a commerative ad featuring 79 year-old Aussie rules football legend Tommy Hafey, who offers his thoughts on how to succeed in life while on his morning training session on the shores of St Kilda. Created by CumminsRoss, the 60-second spot breaks tomorrow.

Chris Jeffares, managing director of CumminsRoss, added: “We think this is the time for Jeep to make a statement in this market. We were excited to create something uniquely Australian for the 70th Anniversary that encapsulated the spirit of the brand. In sporting legend Tommy Hafey we found a man who has lived his life to the Jeep ethos. This campaign truly captures who he is, the authentic nature of Jeep and celebrates them both.”

I really like it. For the job it had to do..which is say “we’re 70”, Jeep has pulled out a a nice way to say it. you don’t need to know who the guy is ( I don’t). He is a guy in his 70’s. its the attiude of jeep. Really a great piece of brand communication.

Tomey Hafey is a legend. Coached Richmond to 4 premierships 67,69, 73 and 74. Went onto to coach at Collingwood, Geelong and the Swans. His daily run, push ups, sit ups and then swim in speedos in the icey St Kilda waters is legendary. He is inspiring on all levels and still fills rooms when he is a guest speaker. Not bad for 79. Not sure it will work for NSW and QLD eyeballs but good job all the same.